GLOSSARY

General

Ad Exchange

Online marketplaces that enable real-time bidding for digital advertising space, connecting DSPs and SSPs to ensure efficient and data-driven ad placements (e.g., OpenX, AppNexus, Index Exchange).

Data Management Platform (DMP)

Platforms that collect, analyze, and organize data from diverse sources to refine audience targeting and enhance the effectiveness of ad campaigns (e.g., Adobe Audience Manager, BlueKai, Krux).

Demand-Side Platform (DSP)

A platform that empowers advertisers and agencies to streamline the acquisition and management of digital ad inventory, facilitating precise audience targeting and real-time bidding. Efficiently purchases and manages digital ad inventory, enabling precise audience targeting and real-time bidding. Examples are Google Ads, The Trade Desk, and Basis.

Dynamic Creative Optimization (DCO)

Rapidly generate personalized ads from a base creative, enhancing relevance and performance. Within Adacado, it also refers to using a single ad template with product placeholders to dynamically display products from data feeds. These ads can adjust content based on viewer behavior like displaying recently viewed products and viewer location.

Programmatic Advertising

Automates the process of purchasing and placing ads on websites and within apps, optimizing ad placements and audience targeting through technology and data-driven decisions. Key components: Demand-Side Platform (DSP), Supply-Side Platform (SSP), Data Management Platform (DMP), and Ad Exchange.

Supply-Side Platform (SSP)

Platforms used by publishers and app developers to manage and optimize the sale of their advertising inventory, facilitating the connection between publishers and advertisers (e.g., Google Ad Manager, Rubicon Project, PubMatic).

Ad Types

Display Ads

A form of online ad that blends images, text, videos, or GIFs to promote brands, products, or services on websites, social media, and mobile apps. Banner ads represent a typical display ad format.

Dynamic Ads

Ads that change content in real-time based on targeting options to show relevant imagery or copy to viewers. These ads can be used to promote a wide range of products or services and are not limited to e-commerce.

in Adacado, dynamic ads also refer to ads dynamically displaying products or services from data feeds. These ads work best in multi-frame ads and can be used for both retargeting and prospecting campaigns. The dynamic ads enable you to deliver personalized content to users, increase engagement, and drive higher conversion rates.

Requirements:

• Data feeds
• Adacado pixel, depending on campaign type or product targeting option.
• Choose from Adacado’s prebuilt dynamic campaign solutions or dynamic templates that contain product data placeholders.

Multi-Frame Ads

Multi-frame ads are composed of a series of images or frames displayed sequentially, often in the form of a slideshow or carousel. Within Adacado, these ads consist of multiple templates, allowing you to showcase diverse images and messages consistently within a single ad unit. This format is commonly used in dynamic ads to highlight various product offerings.

By default, Adacado’s prebuilt dynamic campaign solutions include multi-frame ads, with each ad format consisting of 5 templates and a template transition time of 6 seconds, resulting in a total ad playtime of 30 seconds. You have the flexibility to add or remove templates as needed.

Static Ads

Ads that display the same information every time they are viewed, which simplifies the advertising process (no data feeds or Adacado pixels required). They are an excellent choice for promoting your brand, highlighting special promotions, or showcasing a single product or service. The static ads can be created by using Adacado’s prebuilt static campaign solutions or static templates and work best for a prospecting campaign.

Campaign Types

Prospecting Campaign

A campaign aimed at reaching new and prospective audiences who have not previously engaged with a brand or website. The objective is to introduce the brand, its products, or services to a wider range of potential customers. It is ideal for building brand awareness, fostering initial engagement growing the customer base.

• Data feeds for creating dynamic ads. Static ads do not require a data feed.
• Adacado pixel is only required for the product targeting option “Popular Products.” Otherwise, the Adacado pixel is not required.

Retargeting Campaign (Audience)

A campaign focused on re-engaging users who have previously interacted with your website or brand, regardless of their specific engagement with products or services. This type of campaign can use data feeds to create dynamic ads to showcase your product portfolio or specific products or services or display static ads without using data feeds to promote your brand or special offers.

Requirements:

• • Data feeds for creating dynamic ads. Static ads do not require a data feed.
  • When purchasing media through Adacado, implement the Adacado pixel on the advertiser’s website. If using a third-party DSP, utilize their pixel.

Retargeting Campaign (Product)

A campaign targeting users who have previously visited your website, shown interest in your brand and products/services but left without making a purchase. It delivers personalized dynamic ads for specific products or services that a user has previously viewed through collected product IDs via Adacado pixels. It is tailored to re-engage users with the exact products they were considering, potentially encouraging them to make a purchase. All of Adacado’s pre-built retargeting solutions are designed for product retargeting.

Requirements:

• • Data feeds containing product IDs.
  • Implementation of Adacado pixel with product ID placeholder on every product page you intend to retarget.
  • Selection of the appropriate product targeting options.

Campaign Solutions

Adacado Solutions

Campaign solutions created by Adacado, which can be found in the Adacado Solutions Library.

Campaign Solutions

Pre-built campaigns that include creatives, data feeds, product targeting options, and media channel configurations. You can efficiently create new campaigns for each business type by selecting solutions from the Adacado Solutions library or your personalized solution library, “My Solutions.”

My Solutions

A personalized campaign solution library created by individual users. Users can save preferred campaign settings to create new campaigns using the “Add to Solutions” feature, which stores those settings in “My Solutions.” The saved campaign solution is available to advertisers of the same business type within your billing account.

Quickstart

An advertiser and campaign creation option available for creating static ads and standard dynamic ads. This option is accessible after initial signup and when adding a new advertiser. It streamlines the entire campaign creation and launch process, from ad creation to media channel setup, using pre-built Adcado campaign solutions.

Creative

Adacado Template Library

A comprehensive collection of pre-designed templates offered by Adacado, categorized based on business type (e.g., retail), ad format (e.g., 300×250), and various categories (e.g., ad type, template type, etc.).

Ad Preview

A feature that allows users to view how their ads will look when they are live. You can access it by clicking the play button located to the left of the initial template in each ad format. For dynamic ads, you need to toggle on the “Show ad with product data” to view how your ads appear with your product data.

Creative

Overall appearance/visuals/presentation of the ads.

Creative Editor

A tool we offer users to add, remove, and customize templates, enabling the creation and modification of ad content according to their specific needs and preferences.

Data Placeholders

Widgets designed to dynamically display product data (e.g., product title, product image, price, etc.). They rely on product data generated from data feeds, except for “Common Placeholders (Non-Product Data)”, such as company logos and CTA button text. Data placeholders automatically fill with product data when available: otherwise, the template’s default content is displayed.

My Templates

Templates generated and customized by your account are automatically stored as private templates within the ‘My Templates’ section, providing exclusive access and usage to your account.

Templates

A template is a single ad frame. it defines the appearance of ads, specifying their size and content, including text and media (images, videos, GIFs). Adacado offers a range of pre-built templates tailored to various business types, ad formats, and campaign types. Users also have the option to create their own templates from scratch.

Theme

A set of creatives (templates).

Widgets

Fundamental components that serve as the building blocks of ad content (e.g., image, text, CTA button text, product image, etc.), which collectively define how each ad template looks and functions. Widgets play an essential role in designing and structuring ad content.

Template Types

Dynamic Templates

Designed to function with data feeds for dynamic ads. These templates enable you to dynamically display values such as product images, titles, prices, and product URLs directly from your data feed, allowing you to create dynamic and data-driven ads.

Multiview Templates

Designed to showcase multiple different products within a single template (ad frame). In the Adacado-provided solutions, the number of products displayed in multiview templates varies by ad format (e.g., 300×250 templates showing 2 products, 300×600 templates showing 4). You can create an ad using just one multiview template, as they inherently display multiple products in a single template, or you can create multi-frame ads to rotate and display more products within a single ad.

Single-View Templates

Designed to showcase a single product within a template (single ad frame). You can create an ad with multiple single-view templates, forming a multi-frame ad, to display multiple products in rotation within a single ad.

Static Templates

Designed for static ads featuring images and text, these templates enable you to customize your ads to fit your branding or specific needs. It is important to note that these templates CANNOT be used for creating dynamic ads using data feeds.

Data Feeds

Data Feeds

Files containing information about your products, messaging, or services for display in ads and product targeting. Supported file types include CSV, Google Sheet URL(CSV), Google Product Feed (XML), and TXT. Data feeds can be configured at either the advertiser or campaign level.

Data Fields

Predefined labels used in data mapping to link your product data into our system for creating dynamic ads. The available Data Fields may vary based on the advertiser’s business type (e.g., retail, auto, real estate, service, hotel). It is essential that they align with data placeholders used in dynamic templates to accurately present product information in your ad.

Data Mapping

An essential process for importing your product information into Adacado. Our system automatically maps your data feed with our predefined data fields during data feed processing, and you can also manually adjust data mapping. This process is crucial as the data fields used in data mapping determine the product data available for use in your ads and product targeting.

Products / Product Data

Information about the items or services you are selling, including details like title, image, price, or URL. In Adacado, generating product data involves adding your data feeds to our system and processing them. Product data is required for creating dynamic ads in both retargeting and prospecting campaigns. It’s important to note that a product cost is incurred when processing more than 5 items in your data feed, regardless of whether your ad is live or not.

Product Targeting

Adacado Pixel

A short JavaScript code snippet that can be implemented on an advertiser’s website to collect data for ad generation and visitor information, enabling targeted advertising. Each time a user loads a page with the pixel, the code is executed, and a tracking cookie is stored in the user’s browser, capturing data used to display relevant ads. This code is primarily used for dynamic retargeting campaigns, where ads showcase specific products or services that visitors have previously viewed on the advertiser’s website.

Last Viewed

• Display up to 5 products that the viewer last viewed on the advertiser’s website. If there are no matching products or there are not enough targeted products to show, the ad will display other products from your inventory.
• Designed for retargeting campaigns to drive conversions.
• Data feed and implementation of Adacado pixel with product ID placeholders on advertisers’ websites are required.

Product Showcase

• Show random products from your product data.
• Applicable for both prospecting and retargeting campaigns.
• Drive awareness or consideration.
• A data feed is required.
• Adacado pixel is not required.

Product Targeting Options

Predefined targeting options for various business types that enable the display of relevant products and information in your ads, delivering personalized content to the target audience to optimize ad effectiveness.

Ad Delivery Options

Media Channels

Various platforms through which digital advertising is distributed, including websites, social media platforms, and more. Adacado currently offers three media channel options: purchasing media through Adacado using Basis, running Facebook Ads, and utilizing a third-party DSP with Adacado’s ad tag.

Run Display Ads

A media channel option provided in Adacado that enables users to purchase media and run display ads through Adacado using Basis. This channel serves as the default media channel for all of Adacado’s prebuilt campaign solutions.

Third-Party DSP

A third-party service provider that manages your media buying activities, such as Basis, The Trade Desk, and others. Adacado provides ad tags for each ad format with predefined click-tracking macros for each DSP, enabling you to run your ads through your chosen third-party DSP.

Use an alternate DSP (get Ad Tags)

A media channel option provided in Adacadao that allows users to purchase media and run display ads through their chosen third-party DSP using Adacado’s ad tags.